Dahl, Stephan, Low, David, and Eagle, Lynne (2012) Mobile phone-based advergames. In: Proceedings of the 2012 Australian and New Zealand Marketing Academy Conference (ANZMAC). 98. pp. 1-7. From: ANZMAC 2012, 3-5 December 2012, Adelaide, SA.

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Abstract

This paper reviews evidence for concerns raised regarding the impact of commercial advergames then reviews the (in) adequacy of current communications theories to explain or predict the effect of exposure to brand advertising in advergames. We present the results of an exploratory study that supports the position that further research is needed in a number of areas with regards to advergames. Finally, we present a program for further research.

Item ID:	24195
Item Type:	Conference Item (Research - E1)
ISSN:	1447-3275
Keywords:	advergames; mobile phones; phone apps; regulation
Date Deposited:	13 Mar 2013 23:47
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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